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Reposted comments are not suitable for rich media search results


For customer reviews reposted from other sources, Google will not display enhanced search results, even if these reviews have valid structured data markup.

In order for web pages to display comment fragments in search results, comments must be submitted directly to the website.

Obtaining customer reviews on your business from other places on the web and posting them on your website will disqualify that page from using rich media search results.

This topic was discussed in the latest Google Search Center SEO office hours video chat recorded on November 19.

Adrian Lyons, the owner of a photography company, joined the group chat and asked John Mueller of Google why he couldn’t make comment fragments appear in search results even though the Schema markup was valid.

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Mueller went on to explain the difference between reviews that meet the criteria of the review summary and those that do not meet the criteria of the review summary.

Google’s John Mueller commentary snippet

Lyons told Mueller that there was a page on his website dedicated to reposting from Google business profile (Formerly known as “Google My Business”).

There is nothing wrong with this, Mueller said, but Google will only show enhanced results for comments submitted directly to the site.

“We may not display it as a review in search results because it is more like a recommendation. The review basically needs to be based on the content of the specific product on the page, and the review needs to be left by the user directly on the page content.

Therefore, if you kind of like to archive comments from other sources and post them, then we won’t treat them as structured data comments. You can keep them on the page, we just won’t use comment tags for this. “

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Hearing this news, you may soon ask how Google knows the difference between direct submission and reviews from third-party sources.

Google’s system is designed to automatically recognize.

However, Google is not always correct, and you may encounter websites with comment summaries in the SERP, even if they do not directly accept comments.

But this is the exception, not the rule.

“If people leave comments elsewhere and you are making a copy, then the original location will be where structured data needs to be implemented.

I think it’s a bit tricky because we try to recognize this situation automatically, and sometimes we can’t recognize it correctly and just display it anyway. So maybe when you search around, you will see that the location displayed by other sites is just, well, as if we didn’t realize that this was actually not directly on the site.

But from a policy point of view, we try not to display comments that are left elsewhere and copied to the website. You can still keep them on your page, but we will not display them in a special way in the search results. “

What can companies do?

If obtaining review summaries in the SERP is a priority for your business, you must provide a way for customers to send reviews directly.

This must be for each personal Products or services on your website. Reviews that give an overall rating to the company do not meet the criteria for the review summary.

The best way to achieve this is to add a comment submission form on every product or service page on your website. For example, think about Amazon and how each product page invites you to leave a review.

Applying the same concept to your website and marking your product and/or service pages with an effective structure will be eligible for review summaries.

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For more information, see:

Hear Mueller’s full response in the video below.


Featured image: Taken from YouTube.com/GoogleSearchCentral, November 2021.





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